Sunny Queen launches egg-citing augmented reality collectible cards

Egg farm company Sunny Queen has launched Australia’s first augmented reality collectible cards for families

G
G

Sunny Queen Farms has launched a new limited edition collectible range of augmented reality cards using the latest in animation technology.

The collection features a range of child-friendly egg characters in limited edition egg boxes, with each card having the capability to come to life on a customer’s smartphone.

While the technology itself is not new, it is the first time augmented reality has been used for consumer goods in Australia, which is why Sunny Queen said it is expecting its unique range of cards to become the next big thing.

“We wanted to do something special,” Sunny Queen general manager of marketing and innovation, Julie Proctor, said. “We have gone to great lengths to ensure these are no ordinary collectible cards. The characters literally come to life through specialised animation techniques which will make collecting these cards and eating eggs particularly fun for families in Australia.”

To implement the new marketing strategy, Sunny Queen worked closely with Brisbane advertising agency, BCM, and employed image recognition and augmented reality app, Blippar TM, to turn the cards into something unique that met the needs of a more digitally-minded generation.

“We knew we had to come up with something special for today’s digitally minded audiences,” BCM managing director, Paul Cornwell, said. “Every kid has a smartphone these days, so to be able to not only collect these fun cards but be able to animate them, we knew had to be a winner.”

The range features 30 characters, 10 of which have the ability to come to life on customers’ smartphones once activated on the Blippar app.

“Certainly we think kids will have fun trying to collect the whole series and we hope this will spark a new trading trend across schools in Australia,” Proctor said. “Together with the augmented reality cards we will also release a very rare Gold series which we anticipate will be very valuable to the serious collector.”

The collectibles idea is a natural extension for the brand’s original range of stickers, which Sunny Queen ran 45 years ago.

“Yes, there are still people that have the original collections and follow the characters to this day,” Proctor said. “The series was revolutionary then, and we hope this new launch will be equally special for the community.”

The cards will be available from Coles and Woolworths supermarkets in May for a limited time only.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Read more: Shazam launches visual recognition content offering for brands

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

Before corona (BC) and after corona (AC)

Our corporate structures are long hardwired into our psyche and state of mind. Are years and years of engrained behaviour versus a few weeks of ‘new’ during COVID-19 really going to make that much impact?

Fiona Johnston

CEO, UM Australia

Sign in